Rosie Huntington-Whiteley Just Launched A Beauty Site

She’s worn everything from Victoria’s Secret Angel wings to a Met Gala halo, but it’s the hours before she hits the red carpet or runway that most excite Rosie Huntington-Whiteley. “My favourite time, from my working days, was spent in hair and make-up,” says the cover girl of nearly a dozen international editions of Vogue and occasional actress, last seen in the blockbuster Mad Max: Fury Road. “You can ask any make-up artist: I’m fascinated with everything, I’m trying everything, I’m smelling everything, I’m stealing everything,” she continues, swiping invisible lotions and lipsticks off a table at West Hollywood’s Soho House.

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Today, the 31-year-old embarks on a new chapter as entrepreneur and editor, with the forthcoming debut of Rose Inc., her beauty site which went live on Monday after more than a year in the making. “Towards the very end of my pregnancy, I had this urge to be really creative,” says Huntington-Whiteley, who welcomed son Jack Oscar with fiancé Jason Statham just over 11 months ago. Assembling mood boards helped translate that passion - and her detail-oriented ways - into a clear, approachable yet polished vision: “I’m obsessed with fonts, layouts, colour; I get obsessed right down to the grain of how an image looks.”

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The result is a glossy version of Huntington-Whiteley’s personal notebook, she says; a modern, pink-accented platform full of on-sale products and expertise gathered from a career spent working with the world’s top models, designers, photographers, stylists, and make-up artists for the past 15 or so years. “In many ways, I feel like my whole career has led up to this point,” she says, singling out celebrity brands like Rihanna’s Fenty Beauty and Gwyneth Paltrow’s Goop as inspirations. Like those predecessors, which combine industry-insider product curation with the kind of word-of-mouth beauty advice passed on from friend to friend, “I want the [Rose Inc.] content to feel inclusive and positive - [because] that’s the only way I like to work.”

Expect recurring columns like the instructional Beauty Notes, such as a guide to supermodel skin, and The Spill, a peek inside fashion power players’ handbags - “I will never, ever tire of seeing what women carry in their handbags,” says Huntington-Whiteley, who, on this particular day, is touting around a translucent Tom Ford lip balm and a peachy matt lipstick by Glossier in her Balenciaga duffle.

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There are also insider Q and As with catwalkers such as 33-year-old swimsuit model Jessica Gomes and creatives like Grasie Mercedes, a Dominican-American actress and writer who reps a lifestyle site of her own, and plenty of skin-regimen game changers - first up, says Huntington-Whiteley, is Mario Badescu Drying Lotion (“Because it’s truly earned its status as a legend”) and Caudalie Beauty Elixir (“I never want to run out”). For those looking to hone in on the perfect combination of rituals and make-up-bag staples to carry them through the day, friends of Huntington-Whiteley’s like Kate Bosworth and Poppy Delevingne throw open their bathroom doors and break down their daily routines. In their easy recommendations, you’ll find not only a bird’s eye view of make-up, skin, and haircare rituals but also book and binge-watching recommendations.

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Looking radiant with her hair swept off her face - which, today, is made up with RMS Beauty highlighter and her own Rosie for Autograph lip and cheek stain, both of which will be featured on site along with her other favorite products (Giorgio Armani Beauty Maestro Fusion Makeup, Octinoxate Sunscreen, Living Proof Full Dry Volume Blast, Le Labo Thé Noir 29 Liquid Balm) - Huntington-Whiteley’s famously striking features begin to soften when she’s asked about the moniker for her soon-to-be website. Why Rose Inc. and not Rosie Inc.? After giving birth, her mother Fiona “couldn’t come up with any name,” she explains with a smile. “The midwife walked past my cot and said, ‘Oh, what a bonny baby. And her lips are so red - they’re so pouty and red they look like a rosebud.’” And they still do.